The Impact of Changes in Sales Prices of Non-durable Goods on Consumers’ Purchase Intentions When Using Online Shopping Platforms

Online shopping platforms have gradually taken over as consumers’ preferred means of purchasing because of the fast-paced development of electronics and technology in the twenty-first century. Price is one of the main benefits of online platforms over traditional retail stores. This is particularly true for the trendy clothing products that are currently the millennial generation’s favorites because they can be purchased online for less money. Therefore, the purpose of this article is to examine how pricing changes for non-durable commodities affect customers’ desire to use online shopping platforms. In order to examine the relationship between price fluctuation and consumers’ propensity to purchase, this article will use dynamic pricing strategies, which are widely used in the travel industry. An analysis is also done on the effect that pricing discrimination has on consumer purchasing intentions on online shopping platforms. This study only synthesizes and summarizes the literature on dynamic pricing fluctuation and price discrimination in the form of a literature review. The findings show that non-durable goods, such as trendy items, are sold on today’s online shopping platforms using a resale business model. As a result, these non-durable goods are also subject to price changes, which has increased consumers’ willingness to purchase non-durable goods.